Customer Decision Research Articles

I Bond, I Engage, I Visit: Investigating the Effects of Vloggers Tourist Engagement and Its Outcome on Tourist Attitudes

The present study investigates the effectiveness of tourism vlogs (video blogs), the parasocial bonding between the vloggers and the tourist/prospect and the wishful identification of the tourist/prospect on the different components of engagement namely, affective, cognitive and behavioral. The study also inspects the subsequent effect of the components of engagement on visit intentions and electronic word of mouth. We adopted a mixed method approach involving two focus group discussions followed by a sample survey of 541 respondents from India to construct and validate the study hypotheses using structural equation modeling. The findings indicate a differential effect of parasocial bonding and wishful identification on the components of consumer engagement. Likewise, engagement components are observed to have differential effects on visit intentions and electronic word of mouth. This study extends the application of social learning theory to tourism by offering a novel perspective on how interactions with travel vlogs collectively shape customer decisions and travel intentions. Tourism marketers can capitalize on the impact of parasocial interactions and wishful identification with travel vloggers to enhance engagement and boost the dissemination of electronic word-of-mouth.

Simulation of Discovering Market Opportunities Using AI Methods

Due to the strong turbulence that exists in the business environment, the view is sometimes articulated that the time horizon of decisions is no longer a hallmark of strategic management. Opposing views argue that a turbulent environment changes the trajectory of reaching future objectives determined by strategic decisions. Such trajectories require the company to be agile, which is manifested by seizing opportunities. Opportunities arise because the environment is volatile. An example of market opportunity is the unsatisfied demand for products. Buyers are driven by different motives when choosing between products that are alternative to them. From the producer's point of view, the purchase is therefore random. As a consequence, the alignment of the offered product portfolio with the actual purchasing decisions of customers is undetermined. In this article, we address the problem of determining the product portfolio structure expected by customers, i.e. one that is consistent with their future purchasing decisions. We hypothesise that this problem can be represented by a model of flows between alternative resources. Problems of this type are solved using Markov Chain Monte Carlo (MCMC) methods. In order to discover the expected demand (opportunity), we simulated the flow model we developed using the Metropolis-Hastings algorithm, which is a special case of the MCMC method used in AI. Due to operating on numerical data, such simulations fall under quantitative research. In the article, we present a model of customer flows between alternative products and then the simulation result, which is the expected value of these flows (stationary point). We convert this value into the structure of the product portfolio using a model of customer purchasing decisions that we have developed. The obtained results confirm the effectiveness of our method and have significant practical value, especially for SMEs. It also enables the assessment of the company's product strategy based on real sales data. The application of our methodology is limited to discovering opportunities in situations where purchasing decisions are influenced by variable environmental factors, causing irregular purchases by individual customers. It is useful, for example, in discovering opportunities in markets such as Household Articles, Furniture, Vehicles, Equipment Repairs, Construction, and many others.

Analysing the Correlation between Social Media Marketing and Consumer Purchase Behaviour

This study analysis of social media marketing includes use of platforms to communicate with consumers, promote items, and influence their decisions. The process by which customers choose which products or services to purchase is known as consumer purchase behaviour. Data was provided for this study, which observed exactly how social media marketing distresses customer buying behaviour, by consuming 350 participants, 150 marketers, and 200 customers. It is understood that many social media marketing features distress and unfair customer decisions. Hypotheses remained established to observe the relationships between commitment to social media marketing content, frequency of commercials, influencer content, and various social media platforms with consumer purchase behavior. Using SPSS logistic and linear regression analyses remained engaged to evaluate these relationships. Results expose that arrangement with social media marketing comfortable and influencer content positively moves buying behaviour. Linear regression analysis verifies these outcomes, proving the power of these relationships and the importance the effect of standard buying behavior. As that, the study delivers proposals concerning the way to use social media marketing approaches to increase consumer appointment and sales. Based on these insights, the study recommends optimizing social media marketing techniques to maximize customer interaction and improve financial outcomes.

Adaptive incentive mechanism with predictors for on-time attended home delivery problem

The widespread use of the Internet and smart devices has led to a fast growth in online shopping, offering new chances for online retailers to boost profits. However, this expansion has also brought various challenges, such as the heavy workload faced by delivery riders. To meet customers’ delivery time preferences and increase earnings, riders often work long hours, especially during busy periods. This study explores how historical delivery data can be used to balance workload in on-time attended home delivery. Drawing on the actual delivery operations and data of an online shopping platform, we propose a framework that combines delivery demand and customer behavior predictors with an adaptive incentive system to balance rider workload. Specifically focusing on same-day attended home delivery, we introduce a method to forecast future delivery demand, an algorithm to estimate customer choice behavior using a simple model, and an adaptive incentive system to influence customer decisions and achieve workload balance. We show that as order volume increases, the proposed incentive system achieves the pre-determined workload target. Using real data, we conduct numerical experiments which not only underscore the superior predictive performance of our models but also affirm the efficacy of the proposed incentive structure.

Investigating Factors Affect Perceived Value And E-Word Of Mouth (E-WOM) In Choosing Islamic Digital Banks

The Covid-19 pandemic has sped up the need for digitalization in doing daily activities including banking. Thus, banks is now in competition to give the best digital platform to serve their customers. One of the most effective form of promotion to introduce a new services is word of mouth. This study aims to investigate the effect of E-word of mouth (E-WOM) on customer decisions to choose an Islamic Bank: A Case Study of Indonesia’s Islamic Digital Banks. This research includes survey research by taking samples and using questionnaires as the main data. The study targetted 130 customers who have active accounts in the form of savings or time deposits. Primary data processing by factor analysis by testing the research model and the hypothesis of the relationship between variables, this processing uses smart PLS statistical software with the Structural Equation Modeling method with Partial Least Squares. The results of the analysis show that religious motivation and service quality have a positive effect on consumer ratings, where consumer ratings and service quality have a positive effect on E-word of mouth while convenience has no positive effect on consumer ratings and E-word of mouth on respondents. The current study contributes novelty to adjust the existing model with Islamic Digital Bank (IDB).

Pengaruh Lokasi Terhadap Keputusan Menjadi Nasabah di Bank BSI KCP Pasar Aur Bukittinggi

This research is motivated by competition in the banking world. Where Sharia banks are required to be able to influence society with their advantages. With the support of this strategic business location, consumers can make more decisions to become customers at BSI KCP Pasar Aur Bukittinggi. The aim of this research is to find out how much influence location has on the decision to become a customer at BSI KCP Pasar Aur Bukittinggi. This research uses quantitative methods. The data collection technique uses a questionnaire. Sampling in this study used Rao Purba with a sample size of 96 people. The tests used include, Descriptive Analysis, Pre-Research Test (Validity Test and Reliability Test), Classic Assumption Test (Normality Test, Multicollinearity Test and Heteroscedasticity Test), Simple Linear Regression Analysis Test, and Hypothesis Test (t-Test, F Test and R2 test) assisted with SPSS 20. The results of this research partially show that location has a significant influence on customer decisions with a calculated value of tcount ≥ ttable (8.307 ≥ 3.380). Based on the results of research tests using simple linear regression analysis techniques, it can be stated simultaneously or together that there is a positive and significant influence with a significant F value of 0.000 ≤ 0.05. The test value of the coefficient of determination (R2) has an influence of 0.423 or 42.3% on customer decisions, while the remaining 57.7% is influenced or explained by other variables not discussed in this research.

Determinants of consumer buying decisions: Evidence from Azerbaijani coffee shop market

In a highly competitive Azerbaijani coffee shop market, knowing what drives consumer behaviour is crucial for marketers and businesses looking to separate out from the competition and encourage customer loyalty. The article examines the effects of brand image, product quality and price on consumer purchase intention. The study is based on marketing theory, consumer behavior theory and the concept of customer-centric marketing. The methods of logical-structural, quantitative, factor and regression analysis are used. Within the scope of the research, the data were collected through an online questionnaire. The data set of the study is represented by data from an online survey of 298 customers of coffee shops in the city of Baku, collected in the period April-May 2023. According to the findings of the study, brand image, product quality and price, which are independent variables, have a significant and positive effect on the dependent variable, the purchase intention. The results contribute to the understanding that businesses need to focus on building a strong brand image in order to increase consumer purchase intention. By gaining a deeper comprehension of the factors influencing the purchasing decisions of customers, businesses can create more effective marketing campaigns, increase their market share, develop a solid market position and build consumer loyalty in an increasingly competitive environment. The study adds to the ongoing discussion about customer-centric marketing by throwing new insight on the elements that influence consumer behaviour.

Cognitive Bias Sunk Cost in Marketing

The sunk cost cognitive bias, or sunk cost fallacy, is a human tendency to continue with: an investment, make a decision, business, couple or project based on the resources that have been invested, instead of making a current evaluation of the results. future benefits and costs. The objective of the research was to analyze the impact of sunk cost cognitive bias on customer decisions and its application in neuromarketing strategies. The specific objectives were: (i) Evaluate how sunk cost influences the perception of the value of products or services. (ii) Identify marketing strategies that exploit the sunk cost bias. (iii) Propose strategies to apply the sunk cost bias in marketing. The results show that the sunk cost bias significantly influences the perception of the value of products and services, affecting purchasing decisions, depending on the educational level, gender, and income level that influence the continuity in the use of products and services. due to previous investment of time or money; When purchasing expensive items customers feel obligated to continue using paid more even if it is not useful and used in full. The continuity in prepaid subscriptions, the perception of discounts for large quantities as a way to make better use of money, the probability of participating in loyalty programs for the accumulated rewards, the preference for payments and flexible cancellation, create a valuable perception of products they have previously invested in, the preference for repairing expensive items, and the perception of loss from a previous investment. It is concluded that the sunk cost cognitive bias significantly influences the decisions and behavior of a vast majority of customers, and how companies can use this information to design effective marketing campaigns.

Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users.

This study aims to examine the impact of e-WOM on customer purchase intentions in Facebook fan pages using theories of trust, value co-creation and brand attitude. The present research has set out to explore this emerging domain of study and has thus developed & tested propositions which attempt to establish a relationship between e-WOM and customer's purchase intentions. A deeper understanding of this possible association is obtained by studying the mediating roles of Trust, Value Co-Creation, Brand Image and Brand Attitude. The context for exploring this phenomenon is chosen to be the fan pages of smartphone brands on Facebook. The study involved conducting a sample survey of 490 respondents, comprising of both male and female, who belong to 5 smartphone brands Facebook fan pages-Samsung, Moto G, Lenovo, MI and ASUS are considered for the study. Out of which sample of 100 each has been targeted individually. The findings suggested that e-WOM significantly predicts the purchase intentions of the customers of a specific product and considerable impacted on the purchase decision. The findings of the study also reveal that customer 's trust beliefs, perceived value co-creation, brand image and brand attitude partially mediate in between relationships of e-WOM and purchase intention. The actual presence of different types of consumer electronics brands on the social media, more prominently, the smartphones, which undoubtedly are the most ubiquitous product of this segment. In fact, this indicates that presence on social media is a well- thought organizational strategy developed by companies to gain partial control over the customer 's decision- making process by establishing a close connect with the customers for a long period. This consequence will significantly impact the decision-making process of marketers or practitioners in relation to their marketing tactics. This research also indicates that marketers could devise more effective methods for distributing marketing content through social networking sites, while corporations can cultivate favorable electronic word-of-mouth for their products or services. Through the implementation of social media marketing strategies, companies can increase their sales volume and generate higher revenue. The study examined the role of trust, virtual community participation, and desire to purchase as mediators on smartphone brand fan sites on Facebook. It was observed that these factors had a partial influence on customer purchase intention.

Behavioural Economics in Marketing: Understanding consumer Decisison Making

Consumer decision-making, which is susceptible to emotional and social effects in addition to cognitive flaws, is the focus of behavioural economics, which integrates findings from economics and psychology. Examining the impact of behavioural economic principles such as limited rationality, prospect theory, and heuristics on customer behaviour, this abstract outlines important ideas and new developments in the field of applied behavioural economics to marketing. To determine which techniques are most successful in influencing customer decisions, we examine framing effects, anchoring, and nudging. Furthermore, the significance of data analytics and digital marketing in comprehending and capitalising on customer behaviour patterns is addressed. Businesses may boost engagement, happiness, and revenue by integrating behavioural data into marketing campaigns. In order to better understand consumer decision-making and its practical implications for marketers, the article also proposes topics for further research, such as the influence of new technology and ethical issues in consumer manipulation.

Network Analysis of Two-Stage Customer Decisions with Preference-Guided Market Segmentation

Abstract Network-based analyses have shown their effectiveness in understanding customer preferences through interactions and relationships between customers and products, particularly for tailored product design. There is limited research on applying this analysis to diverse customers with varied preferences. This paper introduces a market-segmented network modeling approach, guided by customer preference, to explore heterogeneity in customers' two-stage decision-making process: consideration-then-choice. In heterogeneous markets, like household appliances, even customers with similar characteristics or purchasing similar products can exhibit different decision-making processes. Therefore, In this method, we segment customers into groups based on preferences rather than just characteristics, allowing for more accurate choice modeling. Using Joint Correspondence Analysis, we identify associations between customer attributes and preferred products, characterizing market segments through clustering. We then build individual bipartite customer-product networks and apply the Exponential Random Graph Model to compare the product features influencing customer considerations and choices in various market segments. Using a US household vacuum cleaner survey, our method detected different customer preferences for the same product attribute at different decision-making stages. The market-segmentation model outperforms the non-segmented benchmark in prediction, highlighting its accuracy in predicting varied customer behaviors. This study underscores the vital role of preference-guided segmentation in product design, illustrating how a deeper understanding of customer preferences at different decision stages can inform and refine design strategies, ensuring products are more closely aligned with the dynamic needs and tastes of diverse markets.

Decoding Influencer Impact in Food Marketing: The Must-Haves, Should-Haves and the Role of Brand Trust and Price Consciousness

ABSTRACT Influencers have gained relevance in brand building owing to their potential to engender trust, shape customer decisions and empower brands. Nonetheless, research assessing conditions for beneficial influencer outcomes in the trust-deficit food sector are scarce, despite growing evidence that different contexts demand different endorsers. This paper examines how influencers’ attributes drive purchase by stimulating brand trust, and investigates the role of price consciousness. Structural equation modeling and necessary condition analysis were conducted on data from 401 followers of five influencers. Findings reveal that trustworthiness, expertise, brand fit, and brand trust are necessary conditions, congruence is additive. Brand trust fully mediates the impact of attractiveness on purchase behavior, and partially mediates the impact of trustworthiness, expertise and congruence. Price consciousness exhibits no moderating effect. Managers must prioritize transparent, knowledgeable influencers, who espouse values consistent with brands and consumers, if food firms were to invest in effective influencer strategies.

PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING

Customer decision in selecting and purchasing a particular brand are influenced by various factors like social media marketing, brand image, and brand awareness. This study is focused on examining how social media marketing, brand image, and brand awareness impact the decision-making process for purchasing Scarlett Whitening products. The research employs a quantitative methodology with an associative approach. Data analysis involves testing for validity, reliability, classical assumptions, multiple linear regression, and hypothesis testing. The study's results indicate that social media marketing, brand image, and brand awareness each have a positive and significant impact on purchasing decisions for Scarlett Whitening products, both independently and together.

Analysis of Factors Influencing Customers' Decision to Choose Wadiah Savings Products

This study aims to analyze product knowledge, benefit perception, promotion, and motivation factors as factors in customers' decision to choose wadiah savings products at Sharia Banks. The background of this research is the growth of the Islamic banking industry in Indonesia, which is predicted to be higher than conventional banks, driven by product and service innovation in accordance with Islamic law. This study uses a quantitative approach with confirmatory factor analysis (CFA) techniques. Research data was collected through a questionnaire with a probability sampling method using a simple random sampling technique. The results of the study show that promotional factors, product knowledge, and benefit perception are factors in customer decisions in choosing wadiah savings products. The motivation factor is not a factor in the customer's decision to choose a wadiah savings product. This research provides insight into the importance of proper promotion, in-depth product knowledge, and clear benefit perception in attracting customers to choose wadiah savings products at Sharia Banks

Halal Labels and Religious Commitment: Their Impact on Bottled Water Purchases

Research Aims: To determine how halal labelling affects purchasing decisions for bottled drinking water products among Muslim students in Solo Design/methodology/approach: The study used quantitative descriptive analysis with primary data. The data analysis method used multiple linear regression analysis with independent variables, namely halal labelling (X1) and religiosity (X2). The number of samples in the study was 183 respondents. This study uses a purposive sampling technique with specific criteria. The study's dependent variable (Y) is the decision to purchase bottled drinking water Research Findings: halal labelling and religiosity have a positive and significant effect on customer decisions to buy bottled mineral water drinks. The value of the coefficient of determination concluded that the contribution of the independent variables in the regression model can explain the variation of the dependent variable by 48,6%. In contrast, the rest is explained by other variables outside the regression equation model. Based on the analysis results, actual steps need to follow up on purchasing decisions for halal bottled drinking water products, one of which is that the university can provide and facilitate the availability of bottled drinking water (AMDK) products on the campus. Besides increasing awareness of halal drinking water, it can also positively impact the development of halal products in universities in Solo. Theoretical Contribution/Originality: The research highlights the simultaneous and partial influence of halal labelling and religiosity on purchasing decisions for bottled drinking water in universities in Solo. This adds a nuanced understanding of consumer behavior in a specific religious and educational context. The study emphasizes the need for further research into the urgency of providing halal AMDK, suggesting that such products are crucial for consumer assurance. This calls attention to a potentially underserved market segment. Keywords: Halal Label, Religiosity, Purchase Decision, Bottled Drinking Water.

INFLUENCE OF SERVICE QUALITY AND EMPLOYEE PERFORMANCE TOWARDS CUSTOMER SATISFACTION IN USING LOAN SERVICES AT THE MANADO PAWNSHOP OFFICE

This research aims to analyze the influence of service quality and employee performance towards customers' decisions in using lending services at the Manado Pawnshop Office. This research is important considering the strategic role of Pawnshop as a financial institution that provides collateral-based lending services. Data was collected through a survey of 150 customers who used lending services at the Manado Pawnshop Office. The analytical method used is multiple linear regression analysis to measure the influence of service quality and employee performance on customer decisions. The research results show that service quality has a significant positive influence on customer decisions. This indicates that aspects such as reliability, responsiveness and good service guarantees increase customer satisfaction and encourage them to use lending services. Apart from that, employee performance has also been proven to have a significant positive influence on customer decisions. The performance of employees who are professional, responsive and knowledgeable about Pawnshop products is a determining factor in customer decision making. The conclusion of this research is that both service quality and employee performance are key factors that influence customers' decisions in using lending services at the Manado Pawnshop Office. The practical implication of these findings is that Pawnshop needs to continue to improve service quality and employee performance to maintain and increase customer trust. It is hoped that this research can contribute to literature related to service management and human resource development in the financial sector.

Factors Affecting Customer's Purchase Decision of Makeup Products From Local Brands On TikTok Live Streams

Social media platforms have drastically reshaped communication, content sharing, and consumption in the fast-evolving digital era. TikTok, a prominent platform, has gained substantial influence in Indonesia, becoming a significant force in the business world. This study examines the factors that affect consumer purchase decisions for local makeup products during TikTok live-streaming sessions. Utilizing a mixed-methods approach, the research integrates qualitative and quantitative methods to understand consumer behavior comprehensively. Qualitative data is analyzed through manual coding, offering detailed insights into consumer perceptions and motivations. Quantitative data is assessed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to identify statistical relationships and patterns. The study involves a minimum of 12 participants for qualitative analysis and 200 for quantitative analysis, focusing on beauty enthusiasts familiar with TikTok's live-streaming features. The research aims to uncover how live streaming influences purchasing decisions and provides actionable insights for local beauty brands. By leveraging TikTok's interactive capabilities, the findings will help these brands enhance their marketing strategies and engage more effectively with their target audience. This study contributes to understanding the impact of social media on consumer behavior and offers practical recommendations for maximizing the potential of live streaming in the beauty industry.

EFFECT OF SERVICE FEATURES AND WORD OF MOUTH STRATEGY ON CUSTOMER DECISIONS IN USING BSI MOBILE

This study aims to determine the effect of Service Features and word of mouth strategies on customer decisions in using BSI Mobile banking. Research using quantitative methods. The location of this research took place at Bank Syariah Indonesia Cirebon KCP Plered 2. The population in this study was 4005. Calculated based on the Slovin formula, a sample of 100 participants was obtained. The instrument used is a questionnaire or a questionnaire. instrument validity used product moment validity and reliability used Croncbach's alpha. Data collection techniques through the distribution of questionnaires, interviews, and observation. Data analysis used included research instrument tests, classical assumption tests, multiple linear regression tests, and hypothesis. The results showed that part there was a significant positive effect of service features on customer decisions in using Mobile Banking for BSI Cirebon customers. KCP Plered 2 with a significant value of 0.000. Meanwhile, according to word of mouth, most of the variables did not have a significant positive effect on the customer's decision to use mobile banking for BSI Cirebon KCP Plered 2 customers with a significant value of 0.696. Simultaneously the influence of service feature variables and word of mouth contributed 22.75% to customer decisions in using BSI Mobile banking.

Customer enrollment and participation in building demand management programs: A review of key factors

Increasing the efficiency and flexibility of electricity demand is necessary for ensuring a cost-effective and reliable transition to zero-carbon electricity systems. Such demand-side management (DSM) resources have been procured by utilities for decades via energy efficiency and demand response programs; however, the key drivers of program enrollment and customer participation levels remain poorly understood — even as governments and grid planners seek to scale up the deployment of DSM assets to meet climate targets. Here we systematically review the evidence on multiple factors that may influence customer enrollment and participation in building DSM programs, focusing primarily on residential and commercial buildings. We examine the contexts in which relationships between DSM factors and outcomes are most often explored and with which methods; we also score the strength, direction, and internal consistency of each factor's reported impact on the enrollment and participation outcomes. We find that studies most commonly assess the effects of economic incentives for load flexibility on program participation levels, often using simulation-based methods in lieu of measured data. Few studies focus on program enrollment outcomes or regulatory drivers of either enrollment or participation, and gaps are also evident in the coverage of emerging DSM opportunities like load electrification. Removal of structural barriers (e.g., the lack of controls infrastructure) and the use of third party services (e.g., load aggregators) are the factors with the largest positive impacts on DSM outcomes, but no single factor emerges as clearly most impactful. For a given factor, the range of reported impacts typically varies widely across the relevant studies reviewed. Our findings provide a snapshot of the state of knowledge about building DSM and customer decision-making, and they expose key gaps in understanding that must be filled if building DSM is to expand as a critical resource for operating clean power grids.

Integration of business intelligence and marketing: Enhancing corporate reputation in the financial services sector

This investigation extends into the intricate fabric of customer-based corporate reputation within the banking industry, applying advanced analytics to decipher the nuances of customer perceptions. By integrating structural equation modeling, particularly through SmartPLS4, we thoroughly examine the interrelations of perceived quality, competence, likeability, and trust, and how they culminate in customer satisfaction and loyalty. Our comprehensive dataset is drawn from a varied demographic of banking consumers, ensuring a holistic view of the sector’s reputation dynamics. The research reveals the profound influence of these constructs on customer decision-making, with likeability emerging as a critical driver of satisfaction and allegiance to the bank. We also rigorously test our model’s internal consistency and convergent validity, establishing its reliability and robustness. While the direct involvement of Business Intelligence (BI) tools in the research design may not be overtly articulated, the analytical techniques and data-driven approach at the core of our methodology are synonymous with BI’s capabilities. The insights garnered from our analysis have direct implications for data-driven decision-making in banking. They inform strategies that could include enhancing service personalization, refining reputation management, and improving customer retention efforts. We acknowledge the need to more explicitly detail the role of BI within the research process. BI’s latent presence is inherent in the analytical processes employed to interpret complex data and generate actionable insights, which are crucial for crafting targeted marketing strategies. In summary, our research not only contributes to academic discourse on marketing and customer perception but also implicitly demonstrates the value that BI methodologies bring to understanding and influencing consumer behavior in the banking sector. It is this blend of analytics and marketing intelligence that equips banks with the strategic leverage necessary to thrive in today’s competitive financial landscape.